Ảnh hưởng của thông tin truyền miệng điện tử đến sự chấp nhận truyền miệng điện tử và ý định mua sắm trực tuyến tại TP. Long Xuyên, tỉnh An Giang=The impact of electronic word-of-mouth (eWOM) on the acceptance of eWOM online shopping intentions of consumers in Long Xuyên, An Giang province

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Tác giả: Thị Diễm Hằng Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Công thương, 2024

Mô tả vật lý: tr.246-253

Bộ sưu tập: Metadata

ID: 475562

Thêm vào giỏ

Bài nghiên cứu phân tích các nhân tố “Ảnh hưởng của thông tin truyền miệng điện tử đến sự chấp nhận truyền miệng điện tử (TMĐT) và ý định mua sắm trực tuyến tại TP. Long Xuyên, tỉnh An Giang”. Nghiên cứu đã thừa kế các lý thuyết hành vi hợp lý TRA, và mô hình chấp nhận công nghệ thông tin IAM để xây dựng thành mô hình nghiên cứu gồm 6 biến độc lập, bao gồm: (1) chất lượng thông tin, (2) độ tin cậy của thông tin, (3) tính hữu ích của thông tin, (4) nhu cầu đối với thông tin, (5) thái độ đối với thông tin, (6) chấp nhận thông tin, 1 biến trung gian: sự chấp nhận eWOM và 1 biến phụ thuộc: ý định mua sắm trực tuyến. Bài nghiên cứu sử dụng phương pháp chọn mẫu phi xác suất và kỹ thuật lấy mẫu thuận tiện với 200 người tiêu dùng tại TP. Long Xuyên, phương pháp phân tích hồi quy đa biến, và phương pháp phân tích hồi quy đơn biến. Kết quả nghiên cứu cho thấy có 5 biến độc lập được chấp nhận, bao gồm: chất lượng thông tin, tính hữu ích của thông tin, nhu cầu đối với thông tin, thái độ đối với thông tin, chấp nhận thông tin có ảnh hưởng đến sự chấp nhận eW0M. Bên cạnh đó, Sự chấp nhận eW0M là một trung gian quan trọng trong mối quan hệ nhân quả về việc đọc, thấy, chấp nhận những thông tin TMĐT trên các nền tảng trực tuyến để thông qua đó làm cho người tiêu dùng tin tưởng về sản phẩm/dịch vụ và ra quyết định mua hàng đúng đắn. Nghiên cứu này khuyến khích người tiêu dùng có cái nhìn trực quan hơn về TMĐT trên các nền tảng trực tuyến đồng thời phải xem xét thông tin có chọn lọc trước khi ra quyết định mua hàng.This study analyzed the impact of electronic word-of-mouth (eWOM) on the acceptance of eWOM online shopping intentions of consumers in Long Xuyen, An Giang province. Based on the Theory of Reasoned Action (TRA) and the Information Adoption Model (IAM), the study proposed a research model consisting of six independent variables, including: (1) information quality
(2) information reliability
(3) information usefulness
(4) information need
(5) attitude towards information
and (6) information acceptance
01 intermediate variable: eWOM acceptance
and 01 dependent variable: online shopping intention. 200 consumers in Long Xuyen city were surveyed, and regression analysis was used to explore the collected data. The study’s results showed that there are five independent variables affecting eWOM acceptance. These variables are information quality, usefulness, information needs, attitude towards information, and information acceptance. In addition, eWOM acceptance is an important intermediary in the cause-and-effect relationship of reading, seeing, and accepting e-commerce information on online shopping platforms, thereby making consumers confident about products and services and making the right purchasing decisions. This study is expected to encourage consumers to have a more intuitive view of e-commerce and to selectively review information before making purchasing decisions.

1. Đọc trực tuyến

1. Đọc trực tuyến

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